Social media, e-mail, and direct mail all can be effective marketing and fundraising tools on their own. When combined into a strategic and well-executed integrated marketing strategy, however, they can have a direct and substantial impact on engagement and fundraising goals. In this show, the Cornell Lab of Ornithology‘s Miyoko Chu joined Host Andrew Gossen to share a case study of how the Lab uses a combination of social media, inbound marketing, and live webcams to build community, raise dollars, and help birds.

This show includes discussion of the intersection of Google Analytics and content strategy, building the donor pipeline by offering high-value content in exchange for contact information, the challenges and payoffs of users communities that emerge around webcams, and a host of other topics that relate to an effective organizational digital strategy.